Metamarkets, a leading analytics purveyor for programmatic marketing, has launched support for native advertising within its analytics platform.
“Leveraging the Interactive Advertising Bureau’s (IAB) OpenRTB Native Ad Specification, the new capabilities are designed to assist Metamarkets’ clients who are driving adoption of native advertising within programmatic marketplaces, including Avocarrot, Bidtellect, Millennial Media, MoPub, OpenX, Sharethrough and Vdopia,” notes a provided statement from the firm.
Recent data suggests U.S. native ad spending will increase by 35 percent this year to $10.7 billion, and will reach $21 billion by 2018.
“Programmatic standards and processes will be a key driver of this growth, enabling the creation, transaction, and optimization of dynamic native ad content at scale,” the companys statement continues. “Because every native ad impression can have thousands of content configurations, practitioners require advanced analytics to maximize performance.”
Metamarkets founder and CEO Mike Driscoll thinks the new system is a winner.
“Supporting the IAB’s new OpenRTB Native Ad Specification is a natural step for us,” said Driscoll. “Not only are our clients among the first to adopt this new standard, many of them were instrumental in drafting it. As a company that has structured our offering around OpenRTB, this is a logical way for us to extend our product while helping our clients lead the way in native programmatic.”